Strategic Changes Of IKEA In China In FY2009-2010

Strategy is crucial to one enterprise's development. A good strategy is the insurance to one enterprise's stable and harmonious development in a period by the good balance of internal and external environment of the enterprise as well as the enterprise mission. So the good strategy can also help in promoting the brand value of the enterprise. Brand value, the symbol of a corporate image, the embodiment of a certain sense of worth of a enterprise. To this point, it is really very important to establish a strong brand in the sustainable development of enterprises. Exactly speaking, a brand management should include three objectives:to increase market share (the short-term goal), to ensure the share of the profits (the medium-term goal) to establish brand value (long-term goal).Here we take IKEA strategy change in FY 2009-2010 as the background of research, working over the analysis of the environment of inside and outside the company in Financial Year 2009-2010, and in working over the analysis of the Company Mission and Vision as well as the Brand Stategy and Brand Value characters, get to know how IKEA should develop its strategy to break through the bottle neck of continuous increasing purchase price from their suppliers. And how to improve IKEA's brand value to win bigger market share; I hope by this research of how to make an accurate strategic position can helps IKEA to go for the continuous improvement.The research is done trough 5W2H tool, by analysis of Customers Questionnaires, SWOT, together with the analysis on the internal and external environment of IKEA via tool of PESTA and Five Competitiveness. The research is aimed to give helpful guidance to the future business strategy setting of IKEA by a serious analysis and consolidation on the data collected.The conclusion of this study includes the main points of view: (1)Price Quality Strategy is very important for IKEA to break through the bottle neck of continuous increasing purchasing cost and also to win the market share of IKEA products in the market as well as to build the people's trust to IKEA brand.(2)IKEA shall get best price to make profit from core business based on the good quality control of the products.(3)Brand value also shows in the social mission achievement of the brand.